[Boutique] corporate network marketing plan

Part 1: Corporate Internet Marketing Plan

One: optimize the corporate website

Optimization of the structure of the website: structural optimization, e-commerce operating environment, excellent network planning team, Shi Guhua, etc.;

Website page optimization: page layout, page design optimization;

Navigation design: navigation convenience, navigation text optimization, etc.;

Linking: Handling the internal and external links of the website;

Label optimization design: Optimize the relevant labels.

Based on the above I suggest:

1: The website design should be simple and atmospheric, and it can attract others to continue browsing on the website, suitable for clothing.

2: Try to use text and images to make the website easy to find, especially GOOGLE search.

3: Online shopping mall, there must be a shopping atmosphere. There should be considerable promotions when the holiday is coming. This will attract potential customers to make purchases.

4: More online contact methods. There are a lot of chat tools, not limited to QQ. Make it easy to find contact information.

However, it is necessary to explain the time of online customer service. Make it easy for your customers to find you.

5: The payment method should not be limited to bank remittances. Now Alipay, PayPal, TenPay, etc. are gradually accepted. 6: The shooting technology of the product needs to be improved. It is recommended to add a picture to the picture of the product. Always promote the company.

7: The description of the product is simple and easy to understand. But don't just write a specification. Be more professional.

8: The mailing method should be written. And write postage to make customers clear.

9: Instructions for returning goods should be written.

10: At the moment, the real estate planner exam checks some links to prevent the occurrence of dead links.

11: In order to increase efficient access, you can make a friendship link with websites of the same industry or the same nature.

In order not to affect the layout of the layout can take three forms of links

1), text link,

2), the link of the BAR, including the link to exchange advertisements

3), LOGO chain pull

It should be noted that at the moment, check if the other party has added a link for himself. Whether the linked image is clear.

Two: Marketing analysis

1. Keyword analysis: Is the keyword appropriate, the keyword density is reasonable, etc.

Tip: Choose keywords

Choosing the wrong keywords will make your efforts go to waste. Instead, once you've chosen the right keywords, you can make your site's traffic soar.

Here are a few good keyword selection principles:

A) Put yourself in the perspective of the visitor to see the problem

B) Find out the keywords used by your competitors

C) Try to keep your keyword words short

D) Choose the right combination of phrases

If you want to get the first place in the phrase "Hanbok", it is a waste of time, and users get a lot of pages are often very easy to give up, a single keyword can not get the target traffic, many users realize that 2-3 The best combination of phrases, such as combination: cheap hanbok, fashion hanbok, beauty hanbok

Registration of YAHOO cannot be sloppy

Reason: YAHOO is the most important and difficult entry list, and the submission information will be reviewed by the real editor, so follow the instructions on the letter.

As an example:

1) Determine the query keyword, taking the tile as an example

2) Make sure to submit the correct URL for registration in the corresponding directory on the business planner YAHOO website, such as: business and economy - company - construction and construction - floor, wall and ceiling - tiles. Or: Region - Country and Region - Mainland China - Provincial Administrative Region - Fujian Province - Commerce - Construction and Construction - Tiles

3) Registered work network planning Shibuya company is more cumbersome, but please be patient to pay attention to the following questions:

——Search from the YAHOO Chinese homepage layer by layer to the most suitable page

——Please pay attention to submit the page with content when registering, not necessarily the homepage

- Check if there is a dead link in the page before submitting

- Don't try to use too many images to avoid downloading too long, don't have any "under construction" pages

——Do not need to add keywords with emotions and colors. Some vocabulary commonly used in the internet should not be used, such as homepage, www, web, webpage...

Tip: Be sure to include the query keyword in the page title or summary

Even if you rank first in search results, the clickthrough rate can be as high as 90% or more, or as low as 10% or less, depending on the relevance of your snippet.

The primary factor for a user to determine relevance is whether or not the keyword he or she entered in your page title or abstract. So you must match the keywords you choose.

Fill out your snippet carefully to make your snippet relevant to each keyword to attract visitors.

To log in to the search engine: First, you must first write your own website headers and profiles, so that each search engine can be registered and filled in.

The text highlights the product, simple and general.

Search engine login analysis: What login method is used, and whether the login information is valid;

Link Correlation Analysis: Whether the popularity of the link is high and whether it is a relevant link;

Target market analysis: Analyze the target market and study the relationship between the target market and marketing;

Product analysis: analysis of product characteristics, product selling points, etc.;

Marketing page analysis: Marketing page Zheng Junya network planning consultants set the location, the content of the marketing page, the first feeling of the marketing page, etc.;

Marketing channel analysis: What are the channels of marketing used and how new marketing channels are developed;

Follow-up product and service analysis: follow-up product development, service feedback analysis;

Price analysis: how the price, rationality, etc.

Third, integrated promotion

Website traffic promotion strategy: The key is traffic problem, which will use many online marketing methods;

External link promotion: use of friendship link strategy;

Viral marketing strategy: specific strategies need to be used flexibly;

Other promotion: Focus on network changes and develop new promotion methods.

Formation of the Ministry of Information

Tasks to be completed by the Ministry of Information:

1: There are special people responsible for the network's agency, cooperation, purchase, supply and other information collection and finishing, let yourself go to the front end of the Internet.

2: Improve the online marketing platform, register Alibaba, Taobao, Paipai, eBay, use these platforms to promote their products.

3: There is a person responsible for Alibaba and other websites, to maintain the online status of the wedding planner training, and promptly respond to customer questions. Respond to the first time, the reply should be professional and fixed.

4: There are special people to register major BBS, search engine, and release product information.

5: EMAIL reply, time is best within one working day.

6: The company's website should be updated every day, even if it is only a small picture.

E-commerce operation

1: Register Alibaba, Taobao, pat network, eBay, the user name should be as consistent as possible, the user name should be easy to remember.

2: Study the characteristics and selling points of the products to prepare for the promotion of the products.

3: Product description page, to be specialized. Including: product specifications, items that should be noted when using the product, postage instructions, payment methods, instructions for return and exchange, customer service online instructions.

4: Enterprises in Ali and other websites must have a unified store design. The design should be simple, highlight the professionalism of the company, and be able to reflect the characteristics of the product.

5: Analyze major websites, products of the same category, and set reasonable prices.

6: Do some appropriate promotions on the occasion of some festivals.

7: When the product is mailed, the package must have the company logo, plus a small card from the company to ask the customer for satisfaction.

8: According to the characteristics of the product, through the posting in the community, appropriate promotion.

9: Before the sale, when the sale, the customer service response should be enthusiastic, never tired of asking questions.

10: Do a good job in after-sales service, and deal with customers who require return.

Part 2: Corporate Internet Marketing Plan

The online marketing plan is a plan for the company's network influence strategy and tactics to guide the company's future network marketing work in a certain period of time in the future based on the actual situation of the company. The network marketing plan mainly includes the following aspects: company profile, company goals, marketing strategy, internet marketing strategy, customer service of network marketing, management, network marketing effectiveness evaluation and improvement.

Internet marketing plan essay

I. Introduction

The purpose of the case

Overall plan concept

Second, the network marketing environment analysis

Market Environment Analysis

Corporate image analysis

product analysis

competition analysis

consumer analysis

Third, SWOT analysis

Marketing objectives and strategic priorities

Product and price strategy

Channel and promotion strategy

1. Establishment of the portal

2, website promotion training) program

Customer relationship management strategy

Fourth, the network marketing program

Fifth, the implementation plan

Sixth, the cost budget

Seven, program adjustment

I. Introduction

The world is now caught in the gold rush of the Internet, how to find business opportunities from the Internet? All walks of life have tried their best, the success of Yahoo and Amazon can prove that the Internet business opportunities are unlimited, although the industry has not made money. However, a large number of visitors and creative marketing methods have subverted traditional marketing channels. Small and beautiful companies may also be the protagonists. Maybe you have no time to become an important brand in the existing industry, but you definitely have the opportunity to become a well-known brand on the Internet.

The purpose of the case

The Internet has changed our lives more and more, and people's attention to e-commerce has shifted to how to turn these electronic businesses into more convenient, modular, personalized, and tightly integrated electronic services. Systematic, that is, to achieve the "you work on the WEB" to "WEB work for you" this major change. The utilization of network resources can greatly determine the survival and development of a company. Although Gaosel has its own portal, the network marketing of the company has just started, and has not yet formed a complete network marketing strategy. And the plan, therefore, according to the characteristics of the network market and enterprise resources, plan a set of effective online marketing plans, in order to organically integrate traditional sales and online sales.

Overall plan concept

Second, the network marketing environment analysis

The marketing environment refers to various external conditions that affect the survival and development of an enterprise. The marketing environment is an uncontrollable factor in the process of corporate marketing management. The success or failure of a business operation depends on whether the marketing manager can adapt to the changing marketing environment. The company's marketing environment refers to factors and forces that, in addition to marketing activities, can influence the development of the marketing department and maintain a good relationship with the target customers. A marketing environment can provide both opportunities and threats. Successful companies must constantly observe and adapt to changing environments.

Market Environment Analysis

China’s gold sales have increased from 0.7 tons in 1982 to about 140 tons today, making China the world’s third-largest gold consumer. As this speed grows, China’s gold market will grow surprisingly. According to department statistics, about 7,000 people in the world own a gold shop, while China currently has only 8,000 gold stores. Even if it is only calculated by 200 million consumers in developed regions, it will reach 25,000 talents and have a gold shop in a big city. Only 55% of the residents own jewellery, which is only 23% in small and medium-sized cities, and less than 17% in the eastern part of the country. The current growth momentum of the gold gift market is mainly due to wedding demand and the demand of overseas tourists. There are also gifts, etc. Chinese people are particularly fond of gold because of the influence of tradition. In addition to buying necklaces, rings, earrings, bracelets, some pure gold ornaments such as frosted or hollow zodiac are also popular. But most popular Still the jewellery with a deep surface finish, the styles of architectural style and free-style abstract patterns are still popular. In terms of sales, gold stores and chain-point stations are in the main position, and some large shopping malls also have counters. These methods are traditional marketing, and it seems to be a bit outdated in the current era of e-ization. With China's accession to the WTO, the gold market has gradually opened up, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China has also changed the price of gold to once a week, making the price of gold more international.

Corporate image analysis

1. Company Profile

A gold and silver company is a joint venture between the Chengdu Banknote Printing Corporation and the Hong Kong Gold and Silver Road Co., Ltd., and is the first joint venture of the People's Bank of China. Chengdu Banknote Printing Co., Ltd. is a large-scale comprehensive enterprise integrating printing, paper making, gold and silver refining and processing. Its gold and silver refining and processing capacity is in the leading position in China, and it is the national gold and silver refining processing base. Hong Kong Jinyin Road Co., Ltd. is a listed company engaged in the trade of non-ferrous metals, precious metals and related products.

A gold and silver company has developed into a comprehensive enterprise with high-quality standard gold bars, innovative production of gold and silver products, design and development of series collection treasures and international trade of precious metals. The market has spread all over the country, Europe, America, India and Southeast Asia.

2, our philosophy

The company believes in the business philosophy of “creating the market and sharing with partners”, adhering to the management principle of “I am sincerely casting real gold”, working together with our shareholders, employees, customers and suppliers to open up the market and share the benefits. .

3. Our team

The company has adopted the talent mechanism of “having both ability and political integrity, talents are the only ones”, and 95% of the managers have master's degree and university degree. Introduce excellent overseas study management talents and use advanced management systems to create efficient marketing teams.

Our honor

A gold and silver company is committed to creating value for the society and serving the society in good faith. The company has been rated as “excellent foreign-invested enterprise” in Chengdu and awarded the title of “large taxpayer” in Chengdu High-tech Zone with excellent performance and standardized operation. The city's "Double Excellence" Enterprise Award and key foreign exchange earning enterprises; due to the company's adherence to the principle of good faith management, it was awarded the "AAA" rating in the credit rating.

4. Prospects of the company

With the gradual integration of China's economy and the world economy, and the steady development of China's gold market, a gold and silver company will be brave in innovation, enterprising, and integrity management in the precious metals industry, and play an active leading role in developing the gold investment market and accelerating the development of the western economy. Actively explore the high-selling gold bar market and gold and silver products, and strive to enter the top ten Chinese gold enterprises.

product analysis

The company's gold bar trading has opened up new investment channels for the western gold market; the company can use its Reuters information terminal to obtain accurate world precious metal market information for investors in the first time, and provide precious metal products such as gold and silver conveniently and quickly. Investment and financial advisory services.

The company introduces the international advanced complete electroforming process production line, adopts German advanced technology, raw materials and technology, and has the domestic first-class round carving and embossed pure gold and silver products production technology, exquisite workmanship. The Chinese Football Association entrusted the company to manufacture the 2003 "Blue Ribbon China Football Association Cup" Gold Cup, and the "Siyang Fangzun" and "Leshan Giant Buddha" produced by the company have been used as national gift gifts during the diplomatic visit.

The gold and silver products are excellent in manufacturing, reasonable in price and high in credibility. They can provide customers with a full range of corporate culture image promotion plans, and tailor-made, develop and design high-grade pure gold and silver crafts, gifts, souvenirs, collectibles, corporate image propaganda.

competition analysis

According to the strength of the company, there are very few domestic competitors in China. However, we can't be careless. Once we relax our vigilance, we can make others vacant. Let's take a look at the information of a competitor:

Zhongbao Daimeng Investment Co., Ltd. was successfully listed on the Shanghai Stock Exchange in June 1999. In 2000, it joined forces with the world's K King Kingdom jewelry manufacturers through international capital operation, and introduced the famous brand “OROP” to the Chinese market. The “OROP” trademark was registered in the country. Zhongbao Daimeng won the only domestic processing rights for Italian jewellery enterprises. Achieve a combination of raw materials, technology, processes, products, brands and markets. Relying on Italy's leading equipment, technology and production technology, it has occupied the domestic K-gold boutique market; using the design advantages and influence of the “OROP” brand to achieve the success of the international brand Chinese market, based on the huge domestic market demand, establish a long-term, A stable product development system. Zhongbao Daimeng Investment Co., Ltd. has an international brand representing European culture and art style. It has the characteristics of high starting point, internationalization and professional operation. It is a strategic project for Chinese jewelry listed companies to enter the international market and participate in the international economic cycle.

Brand features:

Brand positioning: K-gold art from Italy

Brand positioning: medium and high-end.

The core concept: the wearer is the owner and creator of art.

Performance image: classic, elegant, fashion

Unique personality: art

Features of the "OROP" product:

Design leads the international trend: it is launched in the 2-3 years ahead of the domestic market.

Process characteristics: the kingdom of jewelry manufacturing - Italy's advanced technology manufacturing.

Quality Assurance: It is the world's number one, and it has passed the international and domestic level three tests.

Rich styles: nearly 5,000 styles of conventional products, each year, about 30 models of leading fashion trends, 2-3 years of the most fashionable and exquisite handmade style, hundreds of international fashion jewelry listed throughout the year.

Classic, elegant and stylish style make every piece of jewelry a masterpiece of art. The products are divided into three grades: high, medium and low, to meet the needs of different target consumer groups in the market. The price of the product is not only measured in the unit of grams, but also according to the technical difficulty of different styles and other added value.

The style of the product is a combination of changes that can be worn in sets or individually.

The product has many uses for personal use and gifts. Product packaging is novel, fashionable and international.

Using code128 code, high-end products implement each number 1, tracking service.

It can be seen from the above that Zhongbao Daimeng and the company are positioning the products in the middle and high-end, emphasizing elegance and art, and also have a certain overseas basis. However, the company is more famous overseas and more advanced in technology. From the domestic point of view, it is difficult to tell who is more popular. They also share a common weakness, that is, online marketing is not perfect. Therefore, in this respect alone, the company and competitors are on the same starting line, mainly to see who reflects faster. All in all, the company's advantages prevail.

In the gold banking industry, although there are not many comparable to the company, the counterfeit products that cannot be compared with each other have become "competitors" at this time. Not long ago, the relevant departments conducted supervision and spot checks on 106 batches of gold and silver jewelry of 75 distribution companies, and qualified 61 batches. The pass rate of random inspection was 57.5%. Among them, the pass rate of pure gold jewelry was 57.5%; the pass rate of silver jewelry was 57.6%. In the unqualified products that were sampled this time, all of them showed insufficient content. In particular, the phenomenon of copper and iron inside the silver lock jewelry is very common. These ornaments are rough in processing, low in color, and even contain harmful elements to the human body, posing a threat to consumer health.

The quality problem of gold and silver jewelry is serious, which undoubtedly brings us a message: the company's products will be seriously affected! Therefore, here, I suggest that the company adopts the construction and launch of the gold and silver jewelry quality inspection certificate Internet query system, query person Simply enter the number of the test certificate and the quality of the product indicated in the certificate in the Gold and Silver Jewelry Certificate Enquiry section; the electronic information of the certificate being queried can be displayed on the web page. This not only protects the rights and interests of consumers, but also benefits the company itself.

,consumer analysis

The company's network products are mainly aimed at people with relatively new ideas, because they are more easily freed from the traditional trading model and affirmed online marketing. The general crowd is accustomed to traditional transactions, so that they can directly communicate electronically without looking at physical goods, quality, etc., which is not easy to accept. Moreover, the purchase of gold products is more particular than other products, depending on the luster, fineness, etc., it is even more difficult to make choices. Gold and silver are valuable high-end products. Consumers' purchasing behavior is a decision-making process. Therefore, we must pay attention to making the purchase process as simple, standardized and stylized as possible. For those who have money, convenience, busyness, and "new" minds, they should be motivated.

Third, SWOT analysis

internal

external

Strong and weak opportunity threat

̈1 advanced equipment ̈2 and process patents

̈3 funds are strong

̈ 4 high-quality employees, ̈ 5 efficient team

̈6 enjoys a high reputation in the industry ̈7 degrees

̈8 product line is wide, ̈9 combination is reasonable, ̈10 has characteristics

̈11's wide information channel, ̈12 timely and accurate access to various information in the gold market ̈13 is well-known in the country ̈14 degrees not ̈15 high

̈16 website design is not reasonable, ̈18 visits are not ̈19 high ̈20 high-speed development of the Internet, ̈21 provides a platform for online marketing

̈22 Online users are not growing 23 times, ̈24 brings more market space

̈25 countries have gradually relaxed the regulation of the gold market in recent years, 26 have a more relaxed policy environment

̈27 The rapid development of the economy has brought more potential customers. ̈28 more competitors, 29 gift manufacturers in Wenzhou and other places are full of Chengdu market.

̈30 International and domestic markets, gold and silver prices have not risen in recent days, resulting in rising product costs

̈32 levy 10% of the consumption tax on gold jewelry, ̈33 restricts the growth of China's gold consumption

Fourth, the network marketing program

Marketing objectives and strategic priorities

According to the above analysis, we can see that although the company is a well-known company in the international and industry, few people in the country know about the company, of course, its products are poorly understood. According to the main problem of this existence, the most fundamental purpose of our network marketing program is to promote the company! The goal is to establish a brand new website in the short term and use it quickly, in one year. By the end of 2004 and the beginning of 2005, the company's online popularity will be raised to the top in the domestic industry.

Our strategic focus is to focus on the Internet and other related media for advertising and market expansion, to accurately position products, highlight corporate image and product features, and adopt differentiated online marketing competition strategies.

Product and price strategy

First of all, we need to understand what kind of products customers need. In today's increasingly homogenized products, we need to provide customers with creative, very personalized products, and constantly innovate. Under the platform of online marketing, we can let customers create their own products and tailor them to customers.

The company's gold and silver products are high-quality products, its price is based on the price of gold and silver in the international market, the price is very transparent, the price difference between gold and silver products with the same weight and gold content is not big, but the price space of gifts is Very big. The amount of gold and the quality of the process determine its price space to a large extent.

Our international positioning is in the high-end market, and the products are all high-quality high-end products with pure gold and silver high technology, and the natural price is relatively high. In China, we also only sell quality products, which are positioned in the middle and high-end markets. In the specific domestic environment, the major gold and silver products manufacturers have diverse products, and various substitutes are flooding the market. Most consumers value the price very much. In order to win a certain market share, we will have many gifts of more than 500 yuan. Change it to 2 to 300 yuan. Note that this change does not mean lowering the product grade, but reducing its weight while maintaining the quality and process, reducing the proportion of it, and producing more "small models". Such as: a small national treasure panda.

Uniform packaging on the product packaging, the same pattern in the shape, approximate color and common features, so that customers can easily identify the company's products and make it look beautiful and grade to do a good product brand image.

Channel and promotion strategy

There is no big breakthrough in the channels of gold and silver products. In view of the fact that online sales on the national network are not ideal, and the online payment of gold and silver precious jewelry is large, and the security requirements for the network are high, most consumers still prefer traditional In the specific case of purchase, we will focus on the establishment of a publicity information website and promotion of the website.

1. Establishment of the portal

The company's information website for trading members strives to provide a comprehensive display of the company's corporate image, rich financial information, and sound and sound trading programs, and can cover corporate information such as corporate office management, online knowledge management, and human resources management. . Through timely and effective information provision, customer service interaction establishes a better corporate image of the company in front of all customers, laying the foundation for creating better social and economic benefits.

The advantage of a well-established corporate website solution is that it becomes the most effective tool for information dissemination, information collection, information processing and information sharing. Through the use of a comprehensive plan, the company must fully consider the future information flow, high information density, and wide information of the website, and complete the information service in an orderly, real-time and accurate manner. At the same time, with the interactive ability of the website, the feedback information from the internal and external customer groups is widely collected, collated and analyzed, fully integrated, and then the information flows from the outside to the inside in an Intranet/Internet form. A closed-loop information system that really takes information services to the next level.

2.1 Analysis of website information resources

Public information

Company static information: company profile, management introduction, organization chart, contact information, various related website links and other companies with relatively fixed graphic materials;

member information

Static information related to business operations: inquiry hotline, complaint hotline, general manager mailbox, precious metal trading instructions, standard trading contract, charging instructions, related tools and common sense;

Dynamic information: latest market information, industry topics, market analysis, professional reviews, precious metal quotations, charts, talent demand information, etc. may require occasional or immediate updates of graphic materials;

Enterprise operation information: company notice, customer account information, historical contract record, company office information, human resource information, knowledge document.

The above information requires that only those who have permission to log in to the system to read the corresponding information. This part of the information needs to determine the scope of reading, exchanging and sharing with the permission of the member. The specific embodiment and implementation means need further communication to determine the best solution.

2.2 Design Principles

The overall effect: it should be simple and beautiful, powerful, interactive information, clear interface, functional and readability, large amount of information, with distinctive industry characteristics and sense of the times.

Graphic design standard: The 56KMONDEN bandwidth is the basic measurement standard, and all kinds of bandwidth users can get relevant information as soon as possible without affecting the appearance.

Banner design: Website LOGO, website name, theme, etc. strive to be accurate and easy to understand and discern on the basis of company VI.

Content classification: suitable for people's reading habits, clear classification, focused, concise and concise.

Web design: The color transition is smooth and harmonious. The color contrast is used to highlight the key points. The lines are interspersed with the active atmosphere, and the appropriate amount of simple and exquisite pictures and dynamic elements are used to attract the attention of the users.

Back-end system: Supports the updating and management of website information with various functions such as back-end information release, account management, online inquiry, information feedback, and member management with complete functions and convenient use, which makes the operation and maintenance process of the website more convenient and faster. The database and user query interface are designed and developed on the principle of practicality, while ensuring the speed and security of information transfer.

2.3 Content Planning of the Website

The website is mainly composed of six parts: company profile, information center, business introduction, customer service center, online store, online office.

The content planning structure is as follows:

Note: The above homepage topology map is a page organization structure that can be seen by the website administrator login system with higher permission. After the members with different permissions are logged into the system, the contents that can be checked are changed accordingly.

The specific content covered by each column is as follows:

Company Profile - Company Profile, Management Introduction, Organization Chart, Corporate Culture, Contact Information, Links to Various Associated Websites, Recruitment and Training

Information Center - Integrated Finance, Metal Market, News, Website Announcement, Real-time Quote/K-line Chart, Industry Topics, Quote Analysis, Professional Review

Business introduction - precious metals trading instructions, standard trading contract, tariff standards, related tools and common sense, program recommendations, tariff standards, enquiry hotline, complaint hotline.

Customer Service Center - User Registration and Permissions / Echo Bar / Complaints and Suggestions / General Manager Mailbox / Contact Us

Online store - members can check the personal accounts through the website entry system, including fund management, contract inquiry, etc.

Online office - knowledge management library, announcement release, personnel management, document delivery, etc.

2. Website promotion plan

2.1 Combination of traditional marketing

Print the website address on stationery, photo albums, business cards, brochures, etc.

This method is sometimes ignored, and it is believed that the URL is correctly spelled. Whether the domain name is easy to remember is one of the important factors affecting the promotion effect of the website. The choice of the domain name must take into account the needs of website promotion.

Use traditional media ads

Traditional media advertising should not abolish whether it is a magazine advertisement or a newspaper, so be sure to display the company's website. To view the site as an adjunct to the ad, reminding the user to browse the site will get more relevant information. Don't overlook advertising in some relatively narrowly positioned magazines or trades, sometimes these ads are more accurate, effective, and cheaper than online advertising. There are other traditional ways to increase website traffic, such as direct mail, classified advertising postcards, and more. TV ads are probably more suitable for sites that sell popular products.

Free service

People like free things. Getting people to visit your site with free information is more effective than simply calling someone to visit your site. The free content provided is very close to what you sell, so that the visitors you attract may be your target customers. While offering free services, the site offers a variety of ways to connect the attention of users who receive free information to the parts of the product you sell. Such as free mail, free website registration, free information release.

distribute news

News promotion is always effective, even if the consumer can't remember your website at once, it will leave a certain impression. Look for newsworthy events and post them to Golden Bank's print journals and website journals. You can use some online news publishing services, such as XpressPress or the free PRWeb. Adding URLs to the news will increase the link popularity.

2.2E-mail strategy

Create a "signature" in the email you send to let potential customers contact you

Most mail systems have the ability to create signatures, and signatures appear at the end of every message sent. Signatures should be limited to 6 to 8 lines, including: company name, address, phone number, web address, email address, and a description of the business.

Create a mailing list and send newsletters to users every month

This is one of the best ways to stay in touch with your customers, build trust, develop your brand and build long-term relationships. Website visitors can be asked to fill in their mailbox address to receive newsletters. A bulk server is required to send mail. It is a tough job to establish a long-term accumulation of your own mailing list, but its value is huge, so it is one of the important means of online marketing.

Publish product information, such as coupons, new products, and other promotional information, to mailing list users.

If you personalize the subject and body of the message, you will get better results. To abide by the basic principles of the subject of the mail: a reflects the essence of the content of the mail b reflects the content that can not be included in the information of the originator c reflects the brand or product information d mail theme contains rich keywords e-mail theme can not be too simple or Too complicated.

Lease target customer mailing list

These mailing list customers agree to receive certain types of commercial mail information when registering on the mailing list's website, so it is legal to send product information to these users, not spam.

2.3 Advertising strategy

Paid advertising can promote your website more quickly. The online advertising price generally has the following three calculation methods: the traditional CPM method; the PPC method, that is, paying by the click amount; the actual order quantity, and the member alliance ordering method.

Buy short text ads in E-mail newsletters

Choose a short text ad that is targeted to your own mailing list and posted in a feature email sent to that series of users. This is often a very effective and inexpensive way to advertise compared to other online advertising.

Implement membership marketing

The affiliate member joins the link of the affiliate website on his website, and after the sale is realized through the link, the member will be given a certain commission. Implementation of membership system marketing should pay attention to the following aspects: the proportion of membership commissions; develop a suitable alliance program; promote membership alliance to get more members to join your website.

Search engine training) bidding ranking

The auction ranking is based on the actual click volume of the advertisement, and the target is accurate, which is a low-cost and effective way.

Submit items to comparison shopping sites and auction sites

Compare shopping sites compare your products and prices to other similar website products. There are currently free and pay-per-click websites, and some have paid a commission based on sales.

2.4 Linking Strategy

Connecting on other websites can lead to more traffic. Since the main search engines such as Google have used the popularity of the website as a reference factor, the more websites you connect, the higher your website ranking. At the same time, the quality of the link is also an important factor for search engines to consider. Linking to sites with high traffic is more advantageous than linking to sites with low traffic.

Submit the site to the main search directory

Make sure your website is logged into the free OpenDirectoryProject which is a website that is manually checked for login. This hierarchical directory provides its directory content for search by all major search engines. Google values ​​your website and whether such important websites are connected.

Yahoo! is another important search directory that needs to be logged in. This is also done manually to complete the login audit, so you should follow the website prompt steps very carefully when you log in. Tip: It is best to describe the number of words on the website less than the maximum number of words specified. Do not just reach the limit of the number of words, so as to avoid lengthy text descriptions that cause the website reviewer to delete some segments. At present, the commercial website login yahoo! pays ¥299 every year. It is best to let them log in to your website within 7 working days. Other search directories that can be considered for login are Aboot.com and Business.com.

[Time Marketing Note]: There are many website navigation sites in China, such as http://www.hao123.com, http://www.265.com, http://www.cnww.net, etc., can also bring Very traffic. Even if the budget for online marketing is small, the main search engines such as Sina and Sohu are also necessary to register.

Log in to the industry and professional directories

There are some search directories located in an industry, such as education and finance. If you belong to a trade association, the association has a number of member sites, you can apply to your site from the association's website, even if it is paid, because it will bring you many target visitors.

Request interchange link

Look for sites that complement your site and ask for interchange links. The best links are those that are comparable to your website traffic. Webmasters with too much traffic are too easy to ignore because they have to cope with too many requests to swap links. Smaller sites can also be considered. The interchange link page should be placed in a remote place on the site to avoid introducing your site visitors to someone else's site.

After finding the website that can be exchanged, send a personalized E-mail to the webmaster of the other party. If the other party does not reply, call and try again.

Post free articles with site signature

Write professional articles for news emails from other sites for free. The article will use short text to describe what you have provided and ask the other party to link to your site. This is an effective viral marketing method, and your article will be sent out as hundreds of user subscriptions, allowing your website to get hundreds of links at once.

2.5 hybrid strategy

Promote on mailing lists and newsgroups

Many people who share a common interest in a particular field of expertise discuss and communicate online to form newsgroups in many different fields. Find a newsgroup in your field, don't publicly announce your product or service, but leave your e-mail address in the signature of the exchange, and they will visit your site as people gradually understand and trust you.

Use competition

You can design contests online, and the prizes will appeal to the customers you want most, such as designing prizes for your products or buying discounts. Use contests to attract more visitors.

Exchange advertising with complementary websites

Many new customers can be obtained by using the website traffic of the other party.

Create a viral marketing method

The virus marketing method spreads information quickly through various communication methods such as verbal delivery and news release. The most classic way of marketing a virus is that the tank service provider briefly introduces its own service at the end of each fuel tank sent by the user. This information is quickly transmitted to the new user as the mail is transmitted, and the latter may be passed to other users.

2.6 search engine strategy

Add page title

Write a descriptive title of 5 to 8 words for each page of content. The title should be concise, remove the "the" and "and" unimportant vocabulary, to say what the page, the most important content of the site. The title of the page will appear on the link to the search results page, so it can be written with a little inflammatoryness to attract searchers to click on the link.

Add a descriptive META tag

In addition to the page title, many search engines will search for META. This is a descriptive text that describes the content of the body of the web page. The sentence also contains the keywords, phrases, etc. used in the web page. Currently, META tags with keywords have not helped the rankings, but sometimes META tags are used in paid login technology. And who knows when the search engine will pay attention to it again?

Also include your keywords in the bold text of the page.

Search engines place a lot of emphasis on bold text, thinking that this is a very important part of this page, so be sure to write your keywords in one or two bold text labels.

Make sure you have keywords in the first paragraph of the essay

The search engine hopes to have your keywords in the first paragraph. But you can't flood too many keywords. Google probably puts 1.5-2 keywords in every 100 words for the best keyword density and gets a good ranking.

Navigation design is easy to search engine search.

Some people use frameworks in web page production, but this is a serious problem for search engines. Even if the search engine finds your content page, you may miss out on the key navigation items, making it impossible to enter other pages. The navigation buttons made in Java and Flash look beautiful and beautiful, but the search engine can't find them. The remedy is to make a navigation bar with a regular HTML link at the bottom of the page, making sure that you can access each page of the site through the links that this navigation bar can.

For a few important keywords, specialize in several pages.

Search engine optimization experts do not recommend the use of any spoofed transition pages for search patterns, as these almost duplicated pages may be penalized by search engines. But you can do a few pages, each page contains several different keywords, phrases.

Submit a web page to the search engine

Find the link to "ADDYOURURL" on the search engine. The search robot will automatically index the pages you submit. The most famous search engines in the United States are: google, Inktomi, AltaVista and Tehoma. These search engines provide search content to other major search engines and portals. You can't get regional search engines in Europe and elsewhere.

Adjust important content pages to improve rankings

Make some adjustments to the pages that you think are most important to improve their rankings. Some software can check their rankings. Compare the page ranks of the contestants with the same keywords as your keywords to get the preferred statistics of the search engine on your webpage, so that you can adjust your page.

Customer relationship management strategy

1. The maintenance of customer relationships is mainly in terms of products and information.

In this respect, we can follow the company's previous practices. Prior to this, the company subscribed to Reuters information at a high cost of 200,000 US dollars per year, and continuously released the latest gold price, supply and demand information, transaction amount and other information of consumer concern 24 hours a day, absolutely accurate, Absolutely the first time. From New York to London to Tokyo to Hong Kong.

2. Establish a consumer personal information database.

Implement a point system for consumer behavior, as long as the consumption points reach a certain number, send a voucher to drive consumption again. For each special holiday or a commemorative day for the consumer, a small gift or other humanized service will be delivered, and the company's latest product information will be delivered to the consumer in time to attract the consumer's curiosity. Today, wedding jewelry takes a large share, and the wedding ring for the old customers or their immediate relatives is given a large discount, and a congratulatory letter is sent.

3. Keep in touch with customers on a regular basis.

Subscribe customers to free e-newsletters and ask customers if they are notified by e-mail when your website is updated. After each purchase, continue to understand whether the customer is satisfied with the purchase.

4. Each email prepared for the customer is optimized regardless of location or content.

5, according to customer data has been carefully subdivided, and customized newsletters for different customers.

6. Established an information feedback system for visitors to the website, and adjusted and improved the content of the mail according to the feedback information.

7. Every email that will be sent is carefully tested.

8. Provide free online products for your website visitors. These products can be e-books, search engine registration, e-mail consulting, website design, etc. In return, ask them to fill out a short survey of your website, products or services, customer service, etc.

9. Ask each visitor and customer to fill in interests and hobbies.

Fifth, the implementation plan

Preparation Phase

Gradually promote and run the e-business model into the enterprise, the most important is to sign a domain name registration plan with the Internet service provider and carefully plan the website that can attract consumers. Train some network personnel to ensure the security and maintenance of the network. The key point is to increase the slogan of "Internet Company" first.

Implementation phase

After all, the marketing of the company has changed from the traditional mode of use to the form of e-commerce. For the consumers of the company, it needs an adaptation process. Therefore, it is not possible to quickly and 100% adopt the Internet marketing, but to Combine and slowly realize the complete integration of e-commerce.

Test phase

During the implementation of the website and e-commerce, we should gradually improve and strengthen management. The problems that occurred during the trial period should be corrected in time, and the network engineers have the greatest responsibility during this period.

Part 3: Corporate Internet Marketing Plan

1. The competition in the modern tourism industry is becoming more and more fierce. Various tourism companies have sprung up like mushrooms. This is a strong competition for every travel company. In the competition, we will take the lead and win the competition. This is the problem with the company's marketing strategy.

2. Nowadays, travel companies are not only expanding their publicity in the real world, but expanding their publicity on the Internet is also a very important marketing strategy. With the continuous advancement of the times, more and more people like to surf the Internet, and their access to knowledge in the Internet is more effective and enriched. Therefore, online marketing in the tourism industry has become a very important part of corporate propaganda.

3. Tourism network marketing is based on IT technology and has driven a radical transformation in tourism marketing. It combines media and trading venues and uses the international Internet to conduct tourism marketing activities, thus giving the tourism marketing portfolio a new meaning. Tourism network marketing for tourism companies and destinations should implement the following marketing mix strategies:

4. 1. Tourism promotion strategy

5. Travel network promotion is to make full use of the interactive communication function of the Internet, and use the rich network communication method to promote the promotion of tourism enterprises and products and the image of tourist destinations. Its main practice:

6. Conducting network public relations

7. Organize online travel enthusiasts salons and travel clubs, recruit members, and continue to hold colorful online networking activities to attract tourists to participate, promote tourism corporate culture and tourism products, and cultivate tourism hobbies to deepen tourists' tourism. The impression of the company stimulates the desire of tourists to consume.

8. Online advertising promotions

9. There are three main forms of advertising promotion on the Internet: one is to directly publish various norms of tourism enterprises and tourism products, and display the window of tourism products formed by stereoscopic images such as shape, shadow, sound and color in front of online customers; The second is the promotion of cartoons with knowledge, information and fun.

10. Virtual online games promotion

11. Attract customers to participate in virtual online travel, let customers feel the charm of travel products through online games, and feel the image of tourism companies.

12. Promote the image strategy of tourism products

13. The characteristic of tourism products is that their production and sales are in the same place and the main body is invisible. Tourists cannot touch the tourism product entity before purchasing. Although tourism network marketing cannot change this essential attribute of tourism products, it can give a unique form of tourism products - virtual product image. Therefore, in the travel network marketing of tourism companies or tourist destinations, the image strategy of tourism products is the first.

14. The tourism product image strategy is to make full use of the multimedia function of the travel network, and to display the virtual image of the tourism product in a three-dimensional and simulation manner on the travel website, so that the travel consumers can see the travel products in the online space. The image, the value of tourism products, and even the charm of tourism products through virtual network travel.

15. In order to position the image of tourism products in the hearts of tourists, the real-time interactive function of the travel network should be used to develop and design tourism products. The specific method is: set up a tourist column on the travel website, and open up a "tourist opinion area", "online travel consultation area", "tourism self-design area" and other web pages, through these pages to understand the needs of tourists, solicit tourists The opinions and suggestions on tourism products, especially the development and design suggestions for tourists' tourism products, to develop and design tourism products that meet the needs of tourists.

16. 3. Tourism product price publicity strategy

17. The price of tourism products is characterized by their ambiguity in cost and the concentration of prices. Tourists always have to judge their rationality by comparing before purchasing tourism products. Tourism network marketing of tourism enterprises and tourist destinations should use these characteristics to promote the pricing policy of tourism products.

18. The tourism product price publicity strategy is to use the media function and interactive function of the travel network to publicize the list of tourism product prices and product prices of various tourism companies, so that tourism consumers can see a large number of similar tourism in the travel network space at the same time. Product price, know the reasonable price of tourism products, and you can get your own satisfactory purchase price through interactive price adjustment.

19. The main methods for implementing the price announcement strategy for tourism products on the Internet are as follows: First, provide a series of price lists for various tourism products. These price lists should indicate the product mix, and publish the price adjustment table in the light season and supply and demand changes. The second is to open up a tourism product portfolio to adjust the price zone, so that tourists can freely combine the tourism product portfolio they need and obtain the corresponding product price.

20. 4. Tourism Network Channel Strategy

21. Travel network sales is the most revolutionary part of travel network marketing. It combines virtualized display of tourism products, virtual consumption, travel consultation, and travel ordering, and allows tourists to travel across time and space. Sit with trading product sellers and even travel product producers to conduct trading activities. In this trading revolution, the status of tourism intermediaries and agents has been greatly affected, and production direct sales and product retailers have gained more and more market initiative. In the face of this tourism marketing revolution, the travel network marketing of tourism companies and tourist destinations must implement the tourism network channel strategy.

22. The tourism network channel strategy is to use a large-scale professional travel website as a marketing center to establish a networked sales channel covering the target market area, so as to provide the most recent services to various customers 24 hours a day. The main method of implementing the tourism network channel strategy is to gradually establish services in the domestic and foreign target markets in accordance with the market development strategy plan in the domestic third- and international third-tier markets and the opportunity market of tourism enterprises and tourist destinations. At the sales agent network. These sales agent outlets establish a closed sales service network with the professional websites of the travel companies, and establish a safe and efficient online travel settlement system for travel cards with banks to ensure travel information, product sales, merchandise goods, and funds. Clear business such as settlement.

23. Tourism Network Marketing Strategy Planning Focus

24. The development of tourism network marketing is a huge high-tech project that requires technology, capital and equipment. It is also a system economic project that requires ideas, talents and wisdom. Whether it is a tourism enterprise or a tourist destination, we must fully understand the necessity and urgency of tourism network marketing and seizing the tourism network information market at the height of global strategy, and seize the strategic focus of developing tourism network marketing. Strike out and establish a set of tourism network marketing system as soon as possible to shorten the gap with developed and developed countries. Here, the Henan Province tourism network marketing strategy as an example to carry out key planning.

25. 1. Strengthen various publicity of tourism network marketing

26. As a new thing, travel network marketing is not accepted by domestic travel consumers. Therefore, the promotion of travel network marketing must strengthen various publicity. The main forms of publicity include: conducting extensive publicity and publicity, raising awareness of tourism and online marketing by the society and the public, eliminating strangeness and enhancing trust; launching exciting advertising campaigns to stimulate tourism consumers' motivation for online travel; Colorful online public relations activities, especially through the wonderful virtual network travel to guide tourism consumers into the field of travel network marketing.

27. 2. Organizing the preparation of “Henan Province Tourism Network Marketing Development Strategy Plan”

28. In order to promote the development of tourism network in Henan Province with high efficiency, system and plan, the relevant departments of Henan Provincial Government should organize a group of experts in e-commerce, tourism marketing, network technology, economic law, banking and finance as soon as possible. , form a compilation group, and compile the "Henan Province Tourism Network Marketing Development Strategy Planning Report" in stages. The "Strategic Planning Report" should be based on the "Henan Province Tourism Development Strategy Master Plan", comprehensive planning for tourism network enterprises, tourism website construction, network marketing portfolio, tourism network sales outlet system construction and control, etc. In order to guide the tourism industry in Henan to develop the tourism network marketing industry scientifically, systematically and in a standardized manner within three to five years.

29. 3, holding a tourism online fair

30. Give full play to the virtual marketing expertise of the travel network, and regularly hold the “Tourism Online Expo” every spring and autumn, and invite domestic and foreign tourism companies, tourist attractions and tourist destinations to participate in the Internet. The exhibition address is located in the virtualized Zhongzhou International Tourism Expo Center on the “Central Plains International Tourism Website”. This expo center is divided into "International Pavilion" and "Domestic Pavilion", both of which use English and Chinese. The “International Pavilion” is mainly aimed at the international tourism market and related enterprises, organizations and groups. The “domestic pavilion” mainly faces the domestic tourism market and related enterprises, organizations, groups and individuals. According to the online exhibition mode, the Expo will set up a virtual booth in the virtualized Zhongzhou International Tourism Expo Center to fully display the tourism corporate image and tourism products, and receive customers who come to the Internet for consultation and transaction.

31. 4. Immediately prepare for the establishment of a large-scale website of “Central Plains International Tourism Network”

32. This is a provincial-level large-scale professional international business travel network. It is best to jointly build a joint-stock travel network company by several large tourism companies in Henan, and then directly invest in the construction of the “Central Plains International Tourism Website”. The travel network company and travel website should hire a professional management team to manage the business. On the basis of establishing a joint-stock travel network company, there are three main tasks for the establishment of “Zhongyuan International Travel Network”: apply for the website name of the registered website as soon as possible, and apply for the right to operate online advertising agency; complete the self-owned website hardware construction. , equipped with a full set of website management engineering and technical personnel; cooperate with the bank to establish an online safe and efficient travel card, online payment and settlement system for the website.

33. 5. Establish a global Central Plains International Tourism Network sales outlet system

34. Tourism network companies should cooperate with the construction of tourism websites to gradually establish sales outlet systems in global and national target markets. This system includes the original sales outlets of several major shareholders of the Internet company and the newly established sales outlets of the company according to market needs.

35. The establishment of new sales outlets is: in the domestic and international three-level market of Henan tourism, according to the domestic and international target market areas of the market development strategy plan, select the appropriate sales agent, and gradually establish a sales agent network, so that The company's travel marketing network can provide services directly to tourists to ensure timely delivery and smooth sales.

36. In general, the shaping of brand image requires several steps.

37. 1. Optimize brand design

38. Designing brand names, logos and packaging is an indispensable step in shaping brand image, highlighting brand personality, improving brand awareness, and embodying the beauty of brand form. It is necessary not only to carefully plan and design the various elements of brand recognition, but also to coordinate and match the various elements to form a complete brand recognition system to produce the best design results.

39. 2. Strengthen brand management

40. Strengthening brand management first requires senior leaders of enterprises to personally question brand issues and regard image shaping as a priority issue for enterprises. As a strategic issue for enterprise development, it is like grasping product quality to capture brand image. In doing so, it is more conducive to combining the brand image with the corporate vision and business philosophy, or to reflect the company's vision and business philosophy on the brand image. Secondly, it is necessary to establish the brand awareness of all employees, enable employees to share brand knowledge, familiar with brand recognition, understand brand concepts, and express their brand image. Employees understand the importance of shaping the brand image, which will create a sense of responsibility and mission, and then form cohesion and combat effectiveness. Another core issue in strengthening brand management is to establish a unique concept system and operational mechanism within the enterprise, establish a scientific organizational structure and strict rules and regulations, which is the organizational guarantee for implementing brand management. Finally, because the brand image is shaped by a long process and many links, people, things, and things in and out of the company must be included. It is a three-dimensional, multi-dimensional, dynamic, and complex social system project, so it needs a full-time brand. management.

41. 3. Pay attention to the public and do a good job in public relations and advertising.

42. Public relations and advertising For the brand, such as the two wings of the bird, the two rounds of the car, its importance is self-evident. The brand image will ultimately be built in the minds of the public, ultimately depending on the brand's own popularity, reputation and public trust and loyalty to the brand. Therefore, all the work of brand image formation, including public relations and advertising, should be directed to the public, with the public as the core, and attach great importance to the public's response. For example, many strong brands are good at using the public relations to win the public's goodwill and trust. Of course, the public relations campaign should be good at grasping the psychology of consumers, otherwise it will backfire. On June 7, 1992, the San Francisco fast sailing "Hennessy Spirit" arrived in Shanghai Huangpu Port, which opened the prelude to Hennessy's public relations promotion activities in China. Then, through the Hennessy Art Exhibition, Hennessy Cinema and various cultural awards, the company established the image of the cultural communication messenger and successfully entered the Chinese market.

43. 4. Pay attention to the quality of products and services

44. Quality is the cornerstone of the brand, and the most striking feature of all strong brands is their quality. According to a poll, 90.6% of Chinese people think that brand name is "good product quality."

45. In terms of quality, companies should always be ahead of market demand and be ahead of consumers. In order to improve the quality of products and services, enterprises should establish a complete quality assurance system. The quality certification carried out by Chinese companies in recent years is part of this work. A sound quality assurance system will strengthen the brand image and form a good brand reputation.

46. ​​5, pay attention to brand positioning

47. Since brand positioning is an action that allows brands to occupy a unique and valuable position in the minds of the public, that is, to outline the brand image, it is possible to imagine how much brand positioning affects the brand image. Excessive brand positioning, low targeting, blurred positioning or conflicting positioning can jeopardize the brand image. We can use Nestlé as an example to illustrate the significance of brand positioning in shaping brand image.

48. Technology is the forerunner of the brand, culture is the soul of the brand, innovation is the vitality of the brand, and so on. The shaping of brand image and the formation of charm are by no means a one-off effort. It requires long-term accumulation and a lot of investment. But as long as the method is correct and long-term unremitting efforts, there will be substantial returns.

49. I believe that as long as the travel company expands its publicity on the Internet, it will have a good effect. Because the times are advancing, more and more people choose to travel during the holidays. Online promotion can make them more aware of the company's business and capabilities, which can expand the business of many companies.